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Judging By The Cover: MozCon 2013 Seen Through the Eyes of Mack Web

By June 24, 2013Events, Miscellany

A Predictable Reaction

As you may have noticed from previous posts, we get pretty excited about the conferences we attend.

We get even more excited about the ones that Mack speaks at.

So when Mack’s speaking and our own Julie is attending for the first time?

Off. The Charts. Elation.

When it was decided (with plenty of good-natured ribbing and thinly-veiled envy) that Mack Web Solutions was sending not one but two representatives to Seattle in July for this year’s MozCon, the whole company got involved in the anticipation.

A Characteristic Response

So…what does it look like when Mack Web Solutions looks forward to something?

Well… a little like this:

More specifically:

Mack starts going nuts about her presentation (and her clothes and hair and fingernails).

Natalie starts looking up food options in the Seattle area (and designing some truly gorgeous slides).

I start nit-picking Mack’s grammar.

Tyler and Ashley look around at the veterans in bemused amusement and seriously discuss which sessions our people should attend (all the while wondering just how they got involved with this group of weirdos).

Julie keeps her head down to hide her smirk at being chosen to go.

Eventually, everybody shapes up and join in Tyler and Ashley’s discussion on which presentations sound the most interesting.

How to Choose?

The problem, of course, is that they all sound interesting. And vital and informative and like things we wish we’d thought of first.

So, despite the mature origins of the topic it devolves into something like this:

Of course when we’re preparing the slips that we’re pulling out of the hat, we usually just write the title without the description. So our anticipation of what each presentation will cover can be, from time-to-time, ever so slightly…off?

Childishly extravagent flights-of-fancy-esque?

The end result of this exercise is that, while we’re sure that all 35 speakers are brilliant, there are certain talks we’re particularly looking forward to (however mis-guidedly). (Besides, we had to limit our silliness or we would have been doing this all. day. long).

Here’s our top five, er…six:

Really Targeted Outreach

Richard Baxter

What We Think It Is:
Based solely on the title, we imagine that this particular talk will be an in-depth and informative presentation on the ways to connect your content with its perfect audience.

We speculate that it will run through data collection, content development, and methods of content delivery.

We’re pretty sure that it’s going to be awesome and valuable.

We also picture it conducted entirely by a Band of Merry Men in Lincoln Green. Tights and jerkins and feathered caps. Possibly with some archery targets and a little petty larceny among the audience when you’re not looking.

And we’re going to be really disappointed if there isn’t a rousing rendition of “The Phony King of England” at the end.

What It Really Is (The Authorized Summary):
We’ve all sent guest post pitches and “link building requests” and begged for precious links any way and anywhere we can. But, that simply isn’t marketing. We have all the tools for a better way of finding our audience and determining what they love. Richard will show you a data-driven approach to marketing your brand to your target audience. No more guesswork, you’ll know exactly how to get the right eyeballs on your content.

Wordless Wednesdays: How To Swaggerjack the Power of Visual Memes

Lena West

What We Think It Is:
We’re picturing a slideshow of everyone’s favorite cat and/or celebrity memes set to a rousing soundtrack of cleverly-written sea shanties.

We expect each shanty to provide inspiring (and preferably rhyming) data on leveraging these delightful images for inbound marketing purposes.

Because I won’t be physically present to taint the experience with my much-documented fear of birds, we’re also hoping for pithy and/or obscene interjections from a parrot with a peg-leg.

What It Really Is (The Authorized Summary):
Image-heavy, responsive websites are all the rage, but can be problematic for SEO, load times, and other inbound marketing concerns. But how does this balance out with the popularity of images-based memes like “Wordless Wednesday”? Lena will examine these visual memes and their impact on traffic, and she’ll talk about how you can parlay the power of visual memes into serious search and traffic results.

Strings to Things: Entities and SEO

Matthew Brown

What We Think It Is:
There was a lot of speculation on this one, including, but not limited to:

  • Knitting Your Way to Better Rankings: Common Sense Marketing Inspired By Grandma
  • The Puppet Master: A Look at the Dark Side of Search Engine Optimization
  • Magical Music: Orchestrating Inbound Marketing
  • The Muses: A Panel Discussion with the Internet Pantheon

We’d be happy with pretty much any of these. My personal preference would be an off-the-cuff presentation tracing the sucess of well-favored digital marketing tactics to the relative vibration of tiny strands of energy…in the TARDIS.

(But that’s just me).

What It Really Is (The Authorized Summary):
In the last year, Google and Bing have both indicated a shift to entity-based search results as part of their evolution. Google has unscored this point with rich snippets and Knowledge Graph, and Bing has now upped the ante on personal search results with Bing Snapshots. Find out how you can adopt strategies to stay ahead of the curve in the new world of semantic search results.

Breaking Up With Your Keyword-Based KPIs

Annie Cushing

What We Think It Is:
With this one, we expect a compassionate but no-nonsense walk through the woes of basing all sense of achievement on notably unreliable keyword data.

Then we’ll hear tips on (healthily) purging memories of the relationship from your life.

How to dispose of the adorable photo-booth strips of you and your keyword-based KPIs without crying.

The mature way to handle a post-breakup booty call from your keyword-based KPIs.

What to do when you run into keyword-based KPIs with their new devotees when you’re out at the movies.

What you should be looking for in your next KPI relationship.

(Possibly a few tips on shedding the break-up ice cream weight).

What It Really Is (The Authorized Summary):
Raise your hand if you hate (not provided)? Annie shows you how to raise your battle cry by finding your keyword data elsewhere. By changing your focus from (not provided) to what your landing pages can tell you, you’ll be able to audit your site even better than before.

Living in the Future of User Behavior

Will Critchlow

What We Think It Is:
This one we envision as a cautionary presentation on the perils of time travel: Don’t try to evacuate Pompeii or kill Hitler, don’t step on a butterfly, don’t kill (or become) your own grandfather, don’t accidentally stop your mom from going to the prom with your dad.

Y’know, the basics.

Then we expect it to progress to the industry-specific dangers inherent to transcending time: if you go to the future and see a virally-popular piece of content you will apparently create and then come back and create it…where did the idea come from in the first place?

What It Really Is (The Authorized Summary):
As the technology space constantly changes, users and their behavior adjust with the tide. But what should we do? Will takes a look at where the trends are going and gives you the tactics and tips to keep up and maybe get ahead of the game.

Building a Better Business with Digital Marketing

Our Own Mack Fogelson

What We Think It Is:
Two words: Lego City.

What It Really Is (The Authorized Summary):
Extraordinary businesses and communities are built with a higher purpose than just making money. Mack will walk you through how you can achieve bigger objectives for your clients or for your own business. Using the power of digital marketing tools (along with passion and hard work), you’ll learn how to shape and foster your company and the community around it.

A Great Show

Regardless of our predictions, we think the whole line-up sounds pretty amazing and we’re both honored and delighted to be presenting at and attending MozCon 2013.

But you know the best news?

It’s not too late to get tickets!

So, July 8-10, 2013. The Washington State Convention Center. Be there or you’ll miss out (hopefully) on Robin Hood, pirates, string, ice cream, time travel, and legos.

Which would be a shame.

Hope to see you there!

(Also…we welcome any additional speculation on what will be covered in those three days. Any thoughts on what “Moz Lingo” might be? For what the reasons does the internet hate us? We await your contributions).



Author Courtney Brown

More posts by Courtney Brown

Join the discussion 4 Comments

  • ronell smith says:


    The blog itself was sufficient to brighten my day, but the inclusion of String Theory gave me a little rush. (Physics nut since college.)

    I’m attending MozCon and Mack’s presentation is one I am very much looking forward to. Please don’t share this with her, but I think she’s (and the entire MWS team) awesome 🙂

    All the best and safe travels.


    • Courtney says:

      Well, we aim to please.

      Thanks for the kind words.

      And don’t worry. I will not trumpet our general awesomeness from the rooftops.

      I have people for that.

      (Well, there’s a kid with a bugle and a weakness for Abba Zabbas).

  • Joel says:

    I look forward to partying with both MackWeb reps! So excited to see Mack again, this time on a stage (as predicted)

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